7-Eleven launched their new house brand of to-go coffee, naming it Cafe Royale. However, it was not doing as well as it was expected to.
We decided to start from scratch. Upon re-identification of the target audience of the product, we renamed the coffee to 7 Cuppa, a more casual designation. The identity of the product was also redesigned for a more approachable and friendly vibe.
At the same time, we also redesigned the packaging of the 7-Eleven in-house premium brand for a cleaner, more sophisticated and modern feel that better aligned with the 7 Cuppa identity as a whole.